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Y&R Ready to Bag Biz of Canned Foods Grocery Outlets By Daniel S. Levin

SAN FRANCISCO – In its first significant new business win in about a year, Young & Rubicam here next week is expected to be named ad agency f

Executives at the Berkeley, Calif.-based retailer could not be reached and officials at Y&R declined to comment. But it’s believed that Y&R edged out Hoffman/Lewis, Oakland, Calif., which was seen as having a stronger retail background, and Performance Communications, which has worked with the firm on its business-to-business and in-store promotions. Performance Communications will continue to serve in its current functions.
Sources familiar with the review said Y&R’s size and resources were initially viewed as a liability – the firm had to convince the retailer that it would not be lost in the agency’s mix of clients.
Y&R, which elbowed its way into the review late, did that, in part, by moving the battlefield to one of the retail outlets. President Craig Branigan, executive creative director Peter Angelos and executive vp Chuck Riley donned sweatshirts and worked in the Berkeley store bagging groceries and stacking shelves in order to get acquainted with the operation. The creative strategy drawn from that experience won the account.
This is the first time Canned Foods will embark on an advertising campaign. The estimated $300-million chain operates 80 stores in six Western states, selling brand name foods, housewares and packaged-goods at discounts.
Copyright Adweek L.P. (1993)